Examples of How Lending Club Is Disrupting Traditional Investing with the Help of Landing Pages

Examples of How Lending Club Is Disrupting Traditional Investing with the Help of Landing Pages

Last updated on by Stephanie Mialki in Landing Page Examples


Online lending has expanded dramatically over the last few years — and it’s no wonder since customers are now able to refinance auto loans, consolidate student loans, pay off credit card debt, and even apply for personal loans with just a few clicks of their mouse.

In just two years, U.S. online lenders grew their loan volume 9 times, from a total market size of $4.5 billion in 2013 to $36.5 billion in 2015.

As you can imagine, this explosion of online lending has caused a detrimental disruption to banks. According to former U.S. Secretary of the Treasury, Lawrence Summers, and Harvard PhD candidate, Natasha Sarin, “a substantial part of the reason banks have become riskier and efficiently more leveraged is a decline in their franchise value.,” In fact, since 2009, financial services have lost more than $100 billion in revenue.

One of the major companies disrupting banks with online loan opportunities is LendingClub — a brand that has helped more than 1.5 million customers with their finances, lending out over $28 billion total.

One of the primary ways LendingClub has been able to reach so many people and substantially increase their customer base is with a finely-tuned marketing strategy. This, of course, includes landing pages.

What is a landing page?

A landing page is a standalone page that a visitor lands on after clicking an ad or search result (PPC ads, social media ads, display banners, etc.). Landing pages use persuasive elements such as compelling headlines, hero shots, social proof, and CTA buttons to convince visitors to take action on a specific offer. That action could be to download an ebook, register for an event or webinar, sign up for a free trial or demo, and more.

Now let’s analyze four LendingClub landing pages to see how well each one is optimized for conversions.

How LendingClub uses landing pages

(Keep in mind, for shorter pages, we’ve displayed the entire page. For longer pages, we’ve only shown above the fold, so you may need to click through to the page to see some of the points we discuss. Also, remember that some of these pages may be undergoing A/B testing with an alternate version than is displayed below.)

1. To offer consumers a great personal loan rate

A Google search for “personal loans,” results in these AdWords ads:

LendingClub investing personal loans ad

When consumers click the LendingClub link, they’re brought to this landing page where they can complete the form to receive their personal loan rate:

LendingClub investing personal loans ad lp

What the page does well:

What could be A/B tested:

2. To convince prospects to apply for a personal loan

Here is a display ad that links to a LendingClub landing page:

LendingClub investing display ad

And here’s the page it links to, where visitors can begin applying for a fixed-rate personal loan:

LendingClub investing display ad lp

What the page does well:

What could be A/B tested:

3. To persuade lenders to invest with LendingClub

LendingClub created this banner ad to capture prospective investors’ attention and send them to a dedicated landing page:

LendingClub investing banner ad

Once it’s clicked, prospects land on this page:

LendingClub investing banner ad LP

What the page does well:

What could be A/B tested:

4. To entice investors to sign up for a United MileagePlus account

Here’s another display ad that LendingClub created to target investors. This one is focused on encouraging prospects to become United MileagePlus members:

LendingClub investing mileage plus

When potential members click the ad, they are brought to this click-through landing page:

LendingClub investing mileage plus LP

What the page does well:

What could be A/B tested:

Create high-converting landing pages

By promoting their offers with dedicated landing pages, LendingClub has seen growth and success over the years. They continue to be one of the top online lending companies, helping countless customers with their finances.

You also can grow your business by building professionally optimized landing pages to generate interest for your promotions. With Instapage, you can create 100% customizable landing pages that will leave a strong first impression with your prospects.

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